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Cialis case study.eps

2003 Super Bowl game, but the first consumer outreach for The golf connection offered the opportunity for Rx EDGE to in Rx EDGE in-store programs. Matched-panel research the product occurred in late 2002. Rx EDGE began working create a new floor display promoting chances to win tickets has shown that Rx EDGE campaigns deliver an average When the first prescription drug to treat erectile dysfunction with the brand manufacturer and its advertising agency in to see the tournaments. Information on the display prescription lift of nearly 10 percent per store per week.
(ED) was introduced in 2000, it may have generated more mid year to develop an in-store promotional campaign. included a contest entry form, a golf-tips book and a media attention and consumer awareness than any medi- brochure about ED and treatment. The headline on the That record of achievement was enhanced when the in- cation in history. News coverage and television advertising Retail pharmacies are attractive outlets for reaching display promoted free trips to the sponsored tournaments store campaign for the ED drug yielded an ROI of $7.25 helped make ED a household term. Prescription volume consumers who want to learn about various conditions and in 2004 and, of course, made it less obvious that men were and an average prescription lift of 8 percent within various soared. When the third ED drug entered the market in treatment options. Further, in-store promotions are proving 2003, it naturally faced a tough challenge to seize market effective in extending the reach of consumer advertising Rx EDGE designed floor displays
share from the dominant leader and another competitor. campaigns by providing detailed information about specific The brand team also knew it had to communicate a strong health conditions and treatment alternatives.
that leveraged the brand’s ties
differentiation message to physicians and the public for with golf and helped offset stigma
First, Rx EDGE conducted research to identify drug stores associated with ED. This campaign
within its national chain pharmacy network that indexed the once again showed the power
highest given the client’s parameters.
of Rx EDGE for educating
All three ED drugs on the market today are clinically proven Of the total stores in the Rx EDGE network, 14,263 were of consumers in the drug store
effective for treating the disorder. Direct-to-consumer selected for the initial in-store campaign. It featured product when they are most receptive to
disease-specific information and
Retail pharmacies are attractive
brand messages for prescription
outlets for reaching consumers
drugs. It also demonstrated
who want to learn about various
that Rx EDGE could effectively
conditions and treatment options.
implement a multi-faceted program
Further, in-store promotions are
across a number of local markets
proving effective in extending the
through its strong knowledge
reach of consumer advertising
of the retail pharmacy landscape,
campaigns by providing detailed
implementation flexibility and
information about specific health
excellent merchandising capabilities.
conditions and treatment alternatives.
Advertising messages were focused on the concept that By early 2004, a year following launch, the newest ED drug men could be more confident and relaxed because the drug had moved into second place with an 11 percent share. lets them and their partners decide when the moment is The overall market had grown by 16 percent, built largely right. This critical differentiation was stressed in intimate In 2004, the brand team modified its strategy to focus on from awareness fueled by extensive advertising for the ads. One advantage to being the third ED drug on the event-oriented marketing, and sponsored a professional market was that public sensitivities about the problem had golf tournament in Chicago. The effort was expanded in been dulled by three years of TV advertising. 2005 with tournaments throughout the U.S. Golf was According to a recent IMS survey, the return on investment For further information about Rx EDGE solutions, contact considered a reliable and proven method for reaching their for direct-to-consumer media campaigns is $2.20, Commercials for the new ED medication debuted on the key target males with advertising messages.
compared with the $6.40 average for every dollar invested 2005 LeveragePoint Media Corp. All rights reserved. Rx EDGE® is a servicemark of LeveragePoint Media Corp. 2003 Super Bowl game, but the first consumer outreach for The golf connection offered the opportunity for Rx EDGE to in Rx EDGE in-store programs. Matched-panel research the product occurred in late 2002. Rx EDGE began working create a new floor display promoting chances to win tickets has shown that Rx EDGE campaigns deliver an average When the first prescription drug to treat erectile dysfunction with the brand manufacturer and its advertising agency in to see the tournaments. Information on the display prescription lift of nearly 10 percent per store per week.
(ED) was introduced in 2000, it may have generated more mid year to develop an in-store promotional campaign. included a contest entry form, a golf-tips book and a media attention and consumer awareness than any medi- brochure about ED and treatment. The headline on the That record of achievement was enhanced when the in- cation in history. News coverage and television advertising Retail pharmacies are attractive outlets for reaching display promoted free trips to the sponsored tournaments store campaign for the ED drug yielded an ROI of $7.25 helped make ED a household term. Prescription volume consumers who want to learn about various conditions and in 2004 and, of course, made it less obvious that men were and an average prescription lift of 8 percent within various soared. When the third ED drug entered the market in treatment options. Further, in-store promotions are proving 2003, it naturally faced a tough challenge to seize market effective in extending the reach of consumer advertising Rx EDGE designed floor displays
share from the dominant leader and another competitor. campaigns by providing detailed information about specific The brand team also knew it had to communicate a strong health conditions and treatment alternatives.
that leveraged the brand’s ties
differentiation message to physicians and the public for with golf and helped offset stigma
First, Rx EDGE conducted research to identify drug stores associated with ED. This campaign
within its national chain pharmacy network that indexed the once again showed the power
highest given the client’s parameters.
of Rx EDGE for educating
All three ED drugs on the market today are clinically proven Of the total stores in the Rx EDGE network, 14,263 were of consumers in the drug store
effective for treating the disorder. Direct-to-consumer selected for the initial in-store campaign. It featured product when they are most receptive to
disease-specific information and
Retail pharmacies are attractive
brand messages for prescription
outlets for reaching consumers
drugs. It also demonstrated
who want to learn about various
that Rx EDGE could effectively
conditions and treatment options.
implement a multi-faceted program
Further, in-store promotions are
across a number of local markets
proving effective in extending the
through its strong knowledge
reach of consumer advertising
of the retail pharmacy landscape,
campaigns by providing detailed
implementation flexibility and
information about specific health
excellent merchandising capabilities.
conditions and treatment alternatives.
Advertising messages were focused on the concept that By early 2004, a year following launch, the newest ED drug men could be more confident and relaxed because the drug had moved into second place with an 11 percent share. lets them and their partners decide when the moment is The overall market had grown by 16 percent, built largely right. This critical differentiation was stressed in intimate In 2004, the brand team modified its strategy to focus on from awareness fueled by extensive advertising for the ads. One advantage to being the third ED drug on the event-oriented marketing, and sponsored a professional market was that public sensitivities about the problem had golf tournament in Chicago. The effort was expanded in been dulled by three years of TV advertising. 2005 with tournaments throughout the U.S. Golf was According to a recent IMS survey, the return on investment For further information about Rx EDGE solutions, contact considered a reliable and proven method for reaching their for direct-to-consumer media campaigns is $2.20, Commercials for the new ED medication debuted on the key target males with advertising messages.
compared with the $6.40 average for every dollar invested 2005 LeveragePoint Media Corp. All rights reserved. Rx EDGE® is a servicemark of LeveragePoint Media Corp.

Source: http://www.rx-edge.com/docs/CaseStudies_timewasright.pdf

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